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Beko launches ‘Partner of Play’ campaign with FC Barcelona

Appliance brand Beko has announced a new ‘Official Partner of Play’ campaign with Spanish soccer giant FC Barcelona.

Global stars Lionel Messi, Luis Suárez, Gerard Piqué, Arda Turan and Marc-André ter Stegen will feature in a new short film from Beko, alongside animations of themselves. Fellow teammates Neymar Jr., Andrés Iniesta and Ivan Rakitić will also appear as animations across the campaign.

The animated players will appear in advertising, in store, in-stadia, real-time social media for El Clásico, on digital channels and in the media over the coming months. The campaign will feature ‘money-can’t-buy opportunities for fans, including the chance to play at Camp Nou’.

Beko said Official Partner of Play is built on FC Barcelona’s skilful, attacking football played with freedom and enjoyment both on and off the pitch, a style of play that epitomises the true spirit of football.

The Official Partner of Play brings Beko and FC Barcelona’s shared values to life and sits within a new global brand positioning – the ‘Official Partner of the Everyday’ – which launches later in the year in the UK and aims to establish Beko as a ‘truly consumer centric brand, at the heart of everyday life’.

Tülin Karabuk, chief marketing officer at Beko Global, said: “As FC Barcelona personifies the spirit of play, the Official Partner of Play is the perfect message for Beko to communicate our values to millions of fans around the world, while connecting with them on the sport they care about. Beko knows that every day there are people who need solutions for their busy lives. Therefore, we ensure all of our products are designed with our consumers’ everyday needs in mind, which gives them more time to play.”

Francesco Calvo, chief revenue officer at FC Barcelona, commented: “We are delighted to work with our partners at Beko for the launch of this new campaign. Activations such as these help us to connect with our fans around the world. FC Barcelona has a tradition of playing with a smile, a fun style of attacking football and winning games with sublime moments of skills, so we think that this new campaign by Beko is very fitting for the club.”